tool description

Conceived by Gianluca Brugnoli -teacher at Politecnico di Milano and designer at Frog Design- the touchpoints matrix merges some features of the customer journey maps with some features of the system maps and is based on the use of personas. The basic idea is to provide a visual framework that enables designer to “connect the dots of the user experience” in order to see the different configurations, interfaces, contexts and results of the interaction with a specific product-service system.
The matrix is built by listing vertically the different devices or contexts that are part of the system and by listing horizontally the main actions that are supported by the system itself.
Once this structure has been composed, the designer can put a specific persona inside and imagine his journey through the different touchpoints, connecting the related dots.
In this way the matrix brings to a deeper comprehension of the interaction and facilitates a further development of the opportunities given by the system -of the possible entry points and paths- shifting the focus of the design activities to connections:
“Design for connections: in the system scenario, design is mainly focused on finding the
connections with the whole network, than in creating closed and self-sufficient systems, tools and services. Connections are social and cultural assets, other than technical.”



Gianluca Brugnoli, Frog Design

This graph describes a possible journey across the photography eco-system.
The first step is defining the different touchpoints that are part of the system (vertical axis) and the different actions that are supported by the system (horizontal axis). Not all the devices support all the functions, so the graph allows a quick visualization of what is possible in terms of interaction with the different touchpoints. After that, the introduction of personas drives the representation of several specific journeys within the graph and the comprehension of the possible user scenarios.
The structure of the graph is really effective, for the immediacy that characterizes both its construction and reading. It could be enriched and improved in terms of visual representation, in order to make it more communicative and add other layers of information.